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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market United States
Executive Creative Director Michael Monello
Creative Director Steve Coulson
Art Director Thomas Sherman
Copywriter Andrea Philips
Designer Dylan Warner
Producer Jakub Popadiuk
Account Supervisor Zoey Taylor
Released February 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: HBO
Product/Service: GAME OF THRONES
Date of First Appearance: Feb 26 2011
Entrant Company: CAMPFIRE, New York, USA
Executive Creative Director: Michael Monello (Campfire)
Creative Director: Steve Coulson (Campfire)
President: Jeremiah Rosen (Campfire)
Group Account Director: Marianne Raphael (Campfire)
Account Supervisor: Zoey Taylor (Campfire)
Head of Production: Jason Sutterfield (Campfire)
Senior Producer: Ryan McGrath (Campfire)
Producer: Jakub Popadiuk (Campfire)
Associate Producer: Jen Larkan (Campfire)
Copywriter: Andrea Philips (Campfire)
Puzzle Master: Eric Harshbarger (Campfire)
Art Director: Thomas Sherman (Campfire)
Prop Master: Bryan Hodge (Campfire)
Designer: Dylan Warner (Campfire)
Scent Development: Doreen Bollhofer (Campfire)
Executive Vice President / Consumer Marketing: Courteney Monroe (HBO)
Vice President of Marketing: Chris Spadaccini (HBO)
Director of Consumer Marketing: Lindsey Hogan (HBO)
Advertising and Promotions: Brooke Stone (HBO)
Advertising and Promotions: Anthony D’Souza (HBO)
Flavour and Fragrance Manufacturer: (Mane)
Media placement: n/a - n/a - n/a

Describe the brief/objective of the direct campaign.
Our task was to generate conversation and drive tune-in for Game of Thrones, HBO’s adaptation of George RR Martin’s epic fantasy novels.

We targeted influencers, fan communities, celebrities, pop culture bloggers and journalists.

We selected influencers based on their interests and audiences, rather than qualifying based on a subscription to HBO.

We created a unique outreach package that would tell a story about the world of Game of Thrones, and be something that influencers would want to share.

The package reinforced the quality and attention to detail of the show, and drove traffic to to solve a hidden puzzle.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created high quality chests containing signature aromas that reflected the mythical setting of Game of Thrones – including leather, grasslands, summer-fruit, and pear brandy.

A fragrance expert created the scents which could be combined to invoke key locations – Winterfell, Kings Landing, The Inn at the Crossroads, the Dothraki Sea and Pentos.

85 scent chests were delivered to influencers across the country. We projected 30% would result in shared content of some type – an unboxing video, media story, blog post, or tweet.

Over a six-week campaign, our goal was 3,000 registered users on

Explain why the creative execution was relevant to the product or service.
Typically fantasy series on television suffer from poor production values. So, we needed to emphasize that HBO would bring lavish attention to detail to Game of Thrones. Hand crafted boxes, original scents, and high quality props all communicated this, while also telling an engaging story about the world viewers would be entering.

Game of Thrones features complex relationships and storylines that develop over the series, so we created an experience that would keep these details ‘under wraps’. Our solution brought the story world to life through scent, which hasn’t been done previously for a television program.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within 48 hours, influencers had posted “unboxing videos,” photos, social messages and blog posts, sharing the experience with their fans and followers.

The scent box initiative generated 17.8 million media impressions.

In the first week registered users exceeded our six-week target, with 13, 640 registered users on and 32, 658 unique views. The average time spent on the site was 9:25.

The response from fans was overwhelming, they competed to win scent kits offered through Facebook, Twitter and fan blogs.

The season premier of Game of Thrones attracted 6.8 million viewers.